Until the Cable Communications Association or BT spot the obvious, the
current technical constraints of the Web restricts its use to that of a
catalogue - a very clever catalogue but a catalogue nonetheless.
This is not to demean its value, only to guide how we view it. I believe
the trick with the Web is not to think about what it does but how it’s
used. If we think of the Web as a medium, like TV, we can see how some
sites are like channels and some like programmes.
The HHCL site is like a ‘channel’; its chief proposition appears to be
the delivery of content rather than its creation. An ambition better
served by the Zenith site, I feel. I disagree with Alex Letts (Campaign,
23 February): I think it’s a great ad for Zenith.
Client Howell Henry Chaldecott Lury and Partners
Brief Create a site, originally for internal purposes, which, in time,
will provide a listing of hot links to other sites, such as Tango
Designer Rael Fenchurch, HHCL
The Adidas site is more of a ‘programme’; it’s one of the few places on
the Web I’ve enjoyed visiting and one of the most important for our
industry. Most accept that the communications revolution is as profound
as the invention of TV, but few know what to do about it. We all want to
make money from it but the big question is how? Everyone wants creative
persuasion but few are prepared to invest in the talent. This is why I
think this site is so important. It’s creative and persuasive; it
appears to run from a Leagas Delaney-managed server and if anyone is
still wondering how to make money from the WWW, follow this agency’s
example and become a media owner; create, manage and broadcast
Client Franz Brunnberg, head of advertising
Brief Provide another conduit between Adidas and the public
Created by James Waite and Dusty McSheffrey, Leagas Delaney
Designer Les Welch
Produced by Jerry Fielder
The realisation that making the most from the Web means making agencies
into media owners will not be news to the media owners themselves. When
‘e-cash’ arrives, the media owners will be ready and waiting. The Time
Out site is still the best example of content I would pay for. But
entertainment isn’t the only reason to pay for a site visit.
A more commercially valued example of compelling content is Bristol
University’s site. Having ‘bookmarked’ it, I will return. With the
arrival of electronic cash, who wouldn’t be prepared to pay 50p for a
quick peek at an online library or a guide to eating out in London?
Client Bristol University
Brief Give, in electronic form, all the public information available in
print form, and issue press releases
Designers Ronald Haines, Bristol University; the information strategy is
being reorganised by Richard Sedley
From the deliberately insightful Bristol University site to the
deliberately ‘inciteful’ Direct Debit site. Rather cleverly, it’s made a
virtue of the vice that is ‘Web rage’, a condition that occurs after
following hyperlinks through sites that take forever to download and/or
prove a total waste of time. The resulting screaming hatred of all
things gadget has to be experienced to be understood. This site is what
You and Your Spanner is to great consumer publishing!
Consequently, I’m inclined to ask why, what for and does it work? It
seems entirely pointless, facile and irrelevant; but I confess it made
me smile and consequently, at some level, I felt like the messenger.
However, I can’t help thinking its clever sardonic humour is wasted on a
generic service that makes you pay your gas bills on time.
Client Ken Brown, marketing planning manager at BACS
Brief Generate a site that could attract traffic to an intrinsically
uninteresting subject on an intrinsically interesting medium
Created by Paul Ridley at Euro RSCG
Designers Richard Hall and Adam Nealis at Star Interactive
The Web is populated with practical, entertaining, useful and pointless
sites but rarely is it more compelling than when it plays to its
strengths: global communication, one-to-one contact and comprehensive
Amnesty International is using these Web attributes to tell of crimes
against humanity. The site details various campaigns and even allows the
armchair dissidents among us to write letters of support to political
prisoners by e-mail. The site is reasonably clear and comprehensive but
greater insight into Amnesty’s endeavours is available on its CD-Rom,
for just pounds 10.
Without fear of censorship, unlimited scope to tell the whole story and
with links to many other worthy sites across the world, the Web is the
perfect medium for Amnesty. Sterling as its efforts are, I can’t help
feeling the site structure and content could be improved.
Client Amnesty International
Brief Disseminate Amnesty information, including official reports and
urgent action campaign material
Designers Ray Mitchell and Mike Blackstock, Amnesty International
John Crowley is media communications director of Media Compass
This article was first published on Campaign